Lexus Adds Surfer Caroline Marks as Latest US Ambassador

Marks joins fellow Lexus athlete Griffin Colapinto on the World Surf League Championship Tour.

Mar. 29, 2026 at 8:07pm

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Lexus has partnered with professional surfer Caroline Marks as its newest U.S. surfing ambassador. Marks, a 2023 WSL Championship Tour title winner and 2024 Olympic gold medalist, will compete on the tour while driving a new 2026 Lexus GX. The partnership builds on Lexus' ongoing sponsorship of the World Surf League.

Why it matters

The Lexus-Marks partnership aligns the luxury automotive brand with one of professional surfing's most dynamic and accomplished young athletes, helping Lexus further establish its presence and authenticity within the surf lifestyle community.

The details

As part of the deal, Marks will appear in Lexus content, fan experiences, and on-site activations at select WSL events throughout the 2026 season. Lexus has maintained an official automotive partnership with the WSL in North America, serving as title sponsor of multiple marquee events and supporting the sport through premium fan experiences and athlete collaborations.

  • Lexus chose surfer Griffin Colapinto as a brand ambassador in September 2024.
  • Caroline Marks won the 2023 WSL Championship Tour Title.
  • Marks was the 2025 World No. 2 ranked pro surfer and 2024 Olympic gold medalist.

The players

Caroline Marks

A professional surfer from Melbourne Beach, Florida who won the 2023 WSL Championship Tour Title and the 2024 Olympic gold medal.

Griffin Colapinto

A Lexus athlete and professional surfer who was chosen by the brand as a U.S. surfing ambassador in September 2024.

Lisa McQueen

The senior manager of Lexus marketing, who stated that Caroline Marks represents 'the next generation of elite surfing talent' with her 'relentless competitive drive and genuine authenticity.'

World Surf League (WSL)

The professional surfing organization that oversees the Championship Tour, with which Lexus maintains an official automotive partnership in North America.

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What they’re saying

“Caroline represents the next generation of elite surfing talent – a world champion with relentless competitive drive and genuine authenticity.”

— Lisa McQueen, Senior Manager, Lexus Marketing

What’s next

Marks will compete on the 2026 World Surf League Championship Tour while driving a new Lexus GX, and will appear in Lexus content, fan experiences, and on-site activations at select WSL events throughout the season.

The takeaway

Lexus' partnership with rising surf star Caroline Marks further solidifies the brand's commitment to the surf lifestyle and its support of the next generation of elite surfing talent, helping to enhance Lexus' authenticity and connection with this passionate community.